Market

ResearchTrends

WATCH

Introduction

LIVINGINTHEAGEOFINTELLIGENCE

TheuseofAIinmarketresearchisnotjustapassingfad;it’safundamentalshiftheretostay.

Thecompanieswhofullyembraceitscapabilitieswillbebetterequippedtopredicttrendswithgreateraccuracy,improveteamefficiency,refinestrategiesfordesigningcaptivatingUX,andsomuchmore.

We’relivingintheageofintelligenceandtheneedfordata-drivendecisionsisatanall-timehigh.Researchteamsarebetterequippedthanevertodelivermoreimpactfulinsightsatincreasedspeeds.

Butastechnologycontinuestoevolve,sotoodoes

thewaypeopleinteractandengagewithbrands,

shapinghoweffectiveresearchcanbe.Ourdatashowsresearchershaveansweredthecall—findingnewways

toconductthekindofresearchthatisleadingtoeffectivedecisionmaking.

They’redeliveringbetterresearchinamultitudeofways,suchasincorporatingmoredigitaltoolsintheirqualitativeresearch,gainingcost-effectivefeedbackatscale,and

incorporatingsyntheticdatasetsintotheirresearchforenhancedaccuracyandincreasedsamplediversity.

Theresult?

Morebudget.

Morefreedom.

Andmorebuy-inattheexecutivelevel.

InthisreportwelookathowAIisallowingresearchteamstoupleveltheworktheydoandidentifythe

keyprioritiesfor2025.Wethenprovideguidanceonwhatactionsyourorganizationcantakeinordertouseresearchtoshapestrategy.

2//Qualtrics2025MRTrendsReport//Introduction

Meettheexperts

AliHenriques

GlobalHeadofResearchServicesQualtrics

AlexiaMoreno

LeadResearcherof

ResearchServices//Qualtrics

EmilyGeisen

PrincipalXMScientistQualtrics

FrancesChen

PrincipalProductMarketingManager//Qualtrics

RachadDavis

LeadStrategy&Research

ContentStrategist//Qualtrics

LaurenKatz

SeniorManager,ConsumerInsights

ShakeShack

3//Qualtrics2025MRTrendsReport//Meettheexperts

Contents

5Ataglance

6Trend1//Teamsthatinnovatehavemoreinfluenceandlargerbudgets

11Trend2//Syntheticdataisturningprivacybydesignintocompetitiveadvantage

16Trend3//AIwillbeapermanentmemberofthemodernresearchteam

20Trend4//Digitalqualtoolsmakeitsimpletokeepthehumanelement

24Methodology

25Regionalbreakdown

4//Qualtrics2025MRTrendsReport//Contents

Ataglance—

Researchin2025

Thedataprovidesaglimpseintothefutureofmarket

researchin2025,wherebrandsembracethe“AgeofIntelligence”capitalizingonAI-poweredtoolsandhowtheyaretransformingthewayresearchisconducted.ResearchershaveacceptedtheiroldfriendAIasa

mainstayontheresearchteamandusedAItoolsto

takeresearchtonewheights.Syntheticdatatakes

thespotlight,reshapingresearchmethodologiesand

combiningthebestaspectsofAIandhumaninsights.Qualitativeresearchcontinuesitsevolutionasresearchteamsmeetthedemandofmoreresearchusingdigitaltoolsthatenablethemtomeetrespondentswherevertheyare.

Welcometothe2025MarketResearchTrendsreport.

ATAGLANCE

THESTATEOFMARKETRESEARCH

92%

OFMARKETRESEARCH

PROFESSIONALSFEEL

SECUREINTHEIRROLE

69%

HAVEUSEDSYNTHETIC

RESPONSESIN

THEIRRESEARCHIN

THELASTYEAR

83%

PLANTOINCREASEINVESTMENTINAI

IN2025

67%

OFCUTTING-EDGETEAMSSAWTHEIR

TEAM’SBUDGET

INCREASEINTHE

LASTYEAR

5//Qualtrics2025MRTrendsReport//Ataglance

01

TREND1

Teamsthatinnovate

havemoreinfluence

andlargerbudgets

Whenthebudgetforeveryteamatanorganizationis

underthemicroscope,anyresultthatcanbetiedto

positivebusinessoutcomesmatters,butthathasgottenmoredifficultastheshelflifeofresearchshortensanddemandincreases.

Traditionalmethodsofdatacollectionandanalysisarenolongersufficienttokeeppacewiththeshiftinginterestsandpreferencesoftoday’sconsumers.

Researchteamsarekeepingacompetitiveedgeintoday’sdynamicbusinesslandscapebyembracingaculture

ofinnovationandexperimentingwithnewtechnologiesandmethodslikeAIautomation,machinelearning,andadvancedpredictiveanalytics.

IFTHEMARKETRESEARCHARMOFTHEIRORGANIZATION

DIDNOTEXISTTOMORROW,NEARLYHALFOFRESEARCHERSSAY

Innovationandcreative

problem-solvingwoulddecrease

Decision-makingwouldbecome

lessinformedandrisky

36%

Customerunderstandingand

satisfactionwoulddecline

37%

Salesandrevenuewouldsu?er

38%

Wewouldloseourcompetitive

edgeinthemarket

39%

40%

6//Qualtrics2025MRTrendsReport//Trend1:Teamsthatinnovatehavemoreinfluenceandlargerbudgets

7//Qualtrics2025MRTrendsReport//Trend1:Teamsthatinnovatehavemoreinfluenceandlargerbudgets

01

DATAISSTILLKING

Datainformseverythingyour

organizationdoes-fromunderstandingyourcustomersandhowtheyfeelaboutyourproducts,brands,andservices,toknowingwhereyoushouldinvestyour

marketingbudgettoultimatelymoveyourbusinessforward.

Cutting-edgeresearchteamsareconductingmoreresearchthan

theircounterpartswhosolelyrelyon

traditionalmethods,with66%indicatingdemandforresearchisupinthepast

12months.

That’scrucialbecausethecurrent

economicenvironmentrequires

keepingapulseontherapidlychangingperceptionsofconsumers,andthose

insightsarethekeytomakingeffectivestrategicdecisions.

THEDIFFERENCEINTYPESOFRESEARCHCONDUCTEDBYCUTTING-EDGERESEARCHTEAMSVS.TEAMSWHORELYONTRADITIONALMETHODS

GO-TO-MARKET(GTM)STRATEGIES

42%

27%

LATE-STAGEINNOVATION

38%

25%

INUSEREXPERIENCE(UX)RESEARCH

52%

41%

EARLY-STAGEINNOVATION

50%

36%

BRANDRESEARCH

46%

39%

CUTTING-EDGE

RESEARCHTEAMS

TEAMSRELYINGON

TRADITIONALMETHODS

8//Qualtrics2025MRTrendsReport//Trend1:Teamsthatinnovatehavemoreinfluenceandlargerbudgets

01

MOVINGFROMAPROVIDERTOATHOUGHTPARTNER

Gonearethedaysofresearcherssimplyfulfillingrequestsfromstakeholders.

Researcherstodayhavemoreexecutivevisibilitythaneverbefore,with71%

ofcutting-edgeteamssayingtheir

organizationreliessignificantlymoreontheirresearchandinsightstodaythan

thepastyear.

Researchteamsthathavebecomethoughtpartnersfrequently

communicatewithbothinternal

andexternalstakeholdersandposequestionssuchas:

+Whatarethegoalsofthisproject?

+Whatdecisionsareyoutryingtomake?

+Whataretherisksofnot

conductingthisresearch?

Andthentheyuseresearchtosupportanddelivertheinsightsneeded

toimprovebrandrecognition,UX,andmore.

%OFBUDGETINCREASEFORCUTTING-EDGEVS.

TRADITIONALRESEARCHTEAMSTHEPAST12MONTHS

67%

CUTTING-EDGE

BUDGET

INCREASE

40%

TRADITIONAL

RESEARCH

BUDGETINCREASE

"ByincorporatinginnovativetechnologieslikeAIandmachine

learning,researchersaretransformingrawdataintoactionablestrategiesthatdriverealimpactforthebusiness."

EMILYGEISEN

PRINCIPALXMSCIENTIST//QUALTRICS

9//Qualtrics2025MRTrendsReport//Trend1:Teamsthatinnovatehavemoreinfluenceandlargerbudgets

01

Actionsteps

EMBRACEMODERNMETHODOLOGIES

Traditionalresearchmethodsalone

cannolongerkeeppacewithevolvingconsumerdemands.Adoptnew

technologieslikeAIautomation,agenticworkflows,machinelearning,and

predictiveanalyticstostreamlineresearchandstaycompetitive.

PRIORITIZEBUSINESSIMPACT

Tieresearchoutcomestotangible

businessresults.Highlightthecriticalroleresearchplaysinshapingstrategicdecisionsanddrivinggrowthtoensureongoinginvestment,evenintight

budgetenvironments.

ADAPTTOCHANGINGMARKETDYNAMICS

Stayagilebycontinuouslymonitoring

shiftingconsumerperceptions,ensuringyourresearcheffortsarealignedwith

thelatestmarkettrendsandcanquicklyinformstrategicpivots.

POSITIONYOURRESEARCHTEAMASPIONEERS

Highlightyourteam’suseof

syntheticdatatostakeholdersandexecutivestodemonstrateacommitmenttoinnovation.

Beingearlyadoptersofsyntheticdatapositionsyourteamas

leadersinleveragingcutting-edgemethodologiesforstrategic

decision-making.

LEARNHOWTOCREATEEXCEPTIONAL

USEREXPERIENCESFUELEDBYFEEDBACK

10//Qualtrics2025MRTrendsReport//Trend1:Teamsthatinnovatehavemoreinfluenceandlargerbudgets

‘‘Thisreportservesasacompellingreminderthatstayingaheadinresearchmethodsisnotsolelyaboutefficiencybutisfundamentallyaboutdrivingmeaningfulbusinessoutcomes.Aswecontinuetoprioritizeinnovative

research,wearepoisedtoleveragetheseinsightsto

shapeourgo-to-marketstrategies,enhancetheguestexperience,anddriveproductinnovation.”

SHAKE學(xué)SHACK

LAURENKATZ

SENIORMANAGER,CONSUMERINSIGHTS

02

TREND2

Syntheticdataisturningprivacybydesigninto

competitiveadvantage

In2025,therewillbeashiftinresearchapproaches.

Syntheticresponses,artificiallygeneratedtomimicreal-worldinformation,offerasolutiontoprivacyconcerns,datascarcity,andsurveyfatigue.

Whilesomeresearchersremainhesitanttousesyntheticresponsesduetolackofknowledgeorawareness,

researchteamswhohaveutilizedthemintheirworkhaveoverwhelminglyexpressedsatisfaction(87%)with

theresults.

Researcherswhohaveimplementedsyntheticresponsesintotheirresearchhavefoundthembeneficialfor

package,naming,andmessagetesting.

TOP5REASONSFORUSINGSYNTHETICDATA

01

02

03

Getinsightsmorequickly

Improvetheaccuracy

ofinsights

Getricher,moredetaileddata

04

05

Increasesamplediversity

Totryitandlearnmoreaboutit

11//Qualtrics2025MRTrendsReport//Trend2:Syntheticdataisturningprivacybydesignintocompetitiveadvantage

12//Qualtrics2025MRTrendsReport//Trend2:Syntheticdataisturningprivacybydesignintocompetitiveadvantage

02

NAVIGATEPRIVACYCHALLENGESEASILYANDWITHINBUDGET

Companiesgotogreatlengthsto

protectintellectualproperty,butwhentestingnewproducts,services,or

features,itcanbechallengingtogettheimpactfuldatayouneedwithouttakingonsubstantialrisk.Syntheticdatacan

bridgeinformationgapsbyactingas

substitutesforrealdata.Thispreventssensitiveinformationlikepersonal

detailsandintellectualpropertyfrom

beingrevealedanddoessoinawaythatisquickerandcost-effective.

Marketagencyresearchersareadoptingsyntheticdataintotheirworkstreamataquickerpacethanin-houseteams.

SYNTHETICDATAUSAGEBETWEENMARKETAGENCYRESEARCHERSANDIN-HOUSETEAMSINTHEFOLLOWINGTYPESOFRESEARCH:

[39%//MARKETAGENCY32%//IN-HOUSE

[39%//MARKETAGENCY33%//IN-HOUSE

[47%//MARKETAGENCY38%//IN-HOUSE

[34%

[27%

LATE-STAGEINNOVATION

GO-TO-MARKET

[32%

FOUNDATIONALRESEARCH

BRAND

RESEARCH

[42%

EARLY-STAGEINNOVATION

//MARKETAGENCY

//IN-HOUSE

//MARKETAGENCY

//IN-HOUSE

13//Qualtrics2025MRTrendsReport//Trend2:Syntheticdataisturningprivacybydesignintocompetitiveadvantage

02

NORESPONDENTFATIGUE

Syntheticrespondentsdon’tgettired,

don’thavetojuggleansweringsurveyswithpickingtheirkidsupfromschool,oranyoftheotheraspectsofeverydaylifethatcandistractreal-liferespondents.

Theyprovidealimitlesscapacitytoansweryourquestions.

Thisopensuptheopportunitytoaska

widevarietyofquestionsonanarrayoftopicswithoutneedingtoworryabout

respondentfatigue,resultinginmore

insightsthantraditionalmarketresearchcouldprovide.Ourresearchshows71%ofrespondentsagreethatwithin3yearssyntheticdatawillmakeupmorethan

halfofdatacollection.

INCREASEDDATADIVERSITYWITHOUTBREAKINGTHEBUDGET

Researchteamsfacedwithlimited

budgets,butalsoexpectedtodeliver

high-qualityinsights,areinaconstantstruggletobalancequantityand

quality.Withsomuchoftoday’smarketresearchconductedonlineviasamples,theriskofpoorqualitydataishigher.

Multimilliondollardecisionscannot

bemadewithbadresearch.Syntheticrespondentsgiveresearchersawaytoreachmorediversepopulations

bysimulatingawiderangeofdemographicprofiles.

Generatingsyntheticdataisalsooftenfasterandmorecost-effectivethan

collectingreal-worlddata,allowing

organizationstomakedecisionswithconfidenceandacceleratetheir

time-to-market.

ofrespondentsagree

thatwithin3yearssyntheticdatawillmakeupmore

thanhalfofdatacollection

14//Qualtrics2025MRTrendsReport//Trend2:Syntheticdataisturningprivacybydesignintocompetitiveadvantage

02

Actionsteps

DOUBLEYOUROUTPUT

INMINUTES,NOTWEEKS

Incorporatesyntheticdataintoyourresearchworkflowtospeedupdatacollectionandconductextensive

analysisandtestingwithoutthe

constraintsoflimitedorbiaseddata.

Thiswillhelpyourespondmorequicklytochangingmarketdynamicswithoutsacrificingaccuracyorquality.

COMPLEMENTSYNTHETICDATAWITHHUMANDATA

AImodelsareonlyassmartasthe

qualityoftheinputtheyreceive.Sincemanyalgorithmswillusethesamedatasets,high-qualityhumandataisthe

onetruedifferentiator.Youshouldtakeadvantageofblendedmodels-humansupplementedbysyntheticsample

-toensureyourresearchdeliversmeaningfuldata.

ADDRESSPRIVACY

CONCERNSPROACTIVELY

Usesyntheticdataasaprivacy-friendlyalternativewhentestingnewproducts,services,orfeatures.Itallowsyouto

gatherinsightswithoutriskingexposureofsensitiveinformationorintellectual

property,ensuringcompliancewithprivacyregulations.

ENHANCESAMPLEDIVERSITY

FORMOREINCLUSIVERESEARCH

Simulateawiderangeofdemographicprofilesusingsyntheticdatatoimprovesamplediversity.Doingsowillhelpyouproducericher,moreinclusiveinsightsthatbetterreflectthefullspectrumofyourtargetmarket.

LEARNHOWTOUNLOCKSMARTER,FASTERRESEARCH

WITHACROSS-THE-BOARDIMPACT

15//Qualtrics2025MRTrendsReport//Trend2:Syntheticdataisturningprivacybydesignintocompetitiveadvantage

‘‘In2025,adoptionofsyntheticdatawillbeoneofthemosttransformativeinnovationstomarketresearchasweshiftourdecisionmakingawayfromhuman

onlyaudiencestosynthetic+humanfeedback.

Besidesspeedandefficiency,syntheticwilllet

researcherstestconceptsinminutesandpredict

behavioraloutcomes-allwhilemaintainingprivacy.”

ualtricsM

ALIHENRIQUES

GLOBALHEADOFRESEARCHSERVICES

03

TREND3

AIwillbeapermanentmemberofthemodernresearchteam

Gettingtothea-ha!momentsandpithyinsightstaketime.Whenconsideringtheprocess,theoldadage‘goodthingstaketime,greatthingstakealittlelonger’aboutsums

itup.Committingtohigh-qualityresearchoftenmeansteamsareleftwithalaundrylistoftasksandlittlefreetimeformeaningfulwork.

Butthingsarebeginningtochange.

Today,researchteamshaveanewassistanttohelpwitheverydaytaskslikedatacleansing,summarizationandreporting-theirnewfavoriteteammate,AI.ResearchersareusingAI-poweredtoolstobridgethegapbetween

traditionalandmodernresearch,withnosignofslowingdown,as83%percentofresearchersindicatedtheir

organizationsplantosubstantiallyincreaseinvestmentinAI.

AIISTRANSFORMINGHASTRANSFORMED

HOWRESEARCHISDONE

IntegratingnewAItoolsintoresearchpracticesisrapidlyincreasing.Ourdatashowsanoverwhelmingamountofresearchers(89%)arealreadyusingAItoolsregularlyorinexperimentalphases.

Researchershavehistoricallybeenontheforefrontof

workingwithAI,leveraginggeneral-purposeAItoolsandembeddedsoftwareapplications.

AsAI-driveninnovationslikeconversationalanalyticsandautomaticreportingpromisetostreamlineoperations,

researchersincreasinglyrecognizeAIasatransformativeforceessentialforimprovingefficiencyanddriving

deeperinsights.

AIISMOREFRIENDTHANFOE

69%

AgreethatAIwillreducetheneedformosthumandataanalysts

within3years

72%

SayAIwillpredictmarkettrends

moreaccuratelythanhuman

analystswithin3years

71%

AgreethatAIwillexplainresearch?ndingsaswell

ashumanswithin3years

16//Qualtrics2025MRTrendsReport//Trend3:AIwillbeapermanentmemberofthemodernresearchteam

17//Qualtrics2025MRTrendsReport//Trend3:AIwillbeapermanentmemberofthemodernresearchteam

03

MARKETRESEARCHERSAREADDRESSINGAIHESITATION

AsAIsystemsbecomemore

sophisticated,theycanproduce

outputsthatseemfluent,coherent,andalmostindiscerniblewhencomparedtoanswersfromrealrespondents.

Thishasraisedconcernsaboutthereliabilityofinformationprovidedthroughonlinepanels.

TheseAI-generatedresponsescan

sometimesfoolappropriatequality

measuressuchasincoherentverbatimresponsesorspeedthroughs.

Althoughskepticismremains—with49%ofresearcherssayingthe#1challengeof3rdpartypanelqualityisidentifyingand/orpreventingAI-generatedresponses,

83%expecttheirteam’sinvestmentinAItoolstoincreasetosupporttheirresearcheffortsin2025.

49%

83%

RESEARCHERSSAYTHE#1CHALLENGEOF3RDPARTYPANELQUALITYISIDENTIFYINGAND/ORPREVENTINGAI-GENERATEDRESPONSES

RESEARCHERSSAYTHEYEXPECTTHEIRTEAM’SINVESTMENTINAITOOLSTOINCREASETOSUPPORTTHEIRRESEARCHEFFORTSIN2025

18//Qualtrics2025MRTrendsReport//Trend3:AIwillbeapermanentmemberofthemodernresearchteam

03

Actionsteps

BALANCEHUMANEXPERTISEWITHAI-POWEREDEFFICIENCY

Maintainabalancebetweenhuman

expertiseandAIcapabilities.WhileAI

cansignificantlyreducetheneedfor

manualdataanalysis,humananalystswillstillplayacriticalroleininterpretingcomplexfindingsandproviding

contextualunderstanding.

INTEGRATEAITOOLSTOMAKEYOURRESEARCHWORKHARDER

AdoptAI-poweredtoolsfortaskslike

dataanalysisandreportingtofreeup

yourteam’stimeformorestrategic

work.Thesetoolscanhandlerepetitivetasksandhelpyougenerateinsights

faster,withoutcompromisingonquality.

ADDRESSAISKEPTICISMTHROUGHTRANSPARENTUSAGE

Proactivelyeducateyourteamand

stakeholdersabouthowAItools

areintegratedintoyourresearch

process.ClearlycommunicatehowAIcomplementshumananalysisandissubjecttorigorousqualitycontrolstobuildtrustandconfidenceinitsuse.

LEARNHOWTOBRINGRESEARCHTOLIFEWITHPOWERFUL

ANALYTICSINASINGLE,EASY-TO-USEPLATFORM

19//Qualtrics2025MRTrendsReport//Trend3:AIwillbeapermanentmemberofthemodernresearchteam

‘‘WithAIasanewteammate,wecanshiftour

focusfromrepetitivetaskstostrategicinsights,enhancingthequalityofresearch.However,

despitetechnologyadvances,wemustnot

forgetthenuanceandcriticalthinkinghumansprovideremainsirreplaceable.”

ualtrics4

EMILYGEISEN

PRINCIPALXMSCIENTIST

04

TREND4

Digitalqualtools

makeitsimpletokeepthehumanelement

LastyearwetalkedabouthowtheCOVID-19pandemicmovedpeopleonlineandresearchersneededtofollow

suit.ThisyearthepandemicislessofafactorandpeopleareSTILLmovingtowarddigital.Researcherswhoaren’tadaptingtothistrendriskbeingbehindthe8-ballwhenconductingresearch.

Withthedemandformoreresearchthehighestit'severbeen,it'simportantforresearchteamstotacklethis

issuehead-oninawaythatletsthemdomoreresearch,withoutaddedbudgetorresources.Yet,face-to-face

researchisfarfromdead.Therewillalwaysbeaplaceforcertaintraditionalresearchmethods,butresearchersareincreasinglyturningtomethodsthatprovidethebestofbothworlds.

Toextractdeeperhumaninsights,researchteamsare

usingdigitaltoolstoaugmentqualitativeresearchratherthanjustreplacingthetraditionalin-personmethods.

DEMANDFORQUALITATIVERESEARCHISONTHERISE

a"..a"ofresearchershave

..................seenanincreaseddemand

forqualitativeresearch

20//Qualtrics2025MRTrendsReport//Trend4:Digitalqualtoolsmakeitsimpletokeepthehumanelement

21//Qualtrics2025MRTrendsReport//Trend4:Digitalqualtoolsmakeitsimpletokeepthehumanelement

04

AIisthedrivingforcebehindalotoftheinnovation,shapingeveryareaofqualitativeresearch,including:

+Forumsandfocusgroups

+Participantrecruitment+Eyetracking

+Mobileethnography

+Analysis,reportingandmanagement

+Videocaptureandanalysis+Usabilityandusertesting

Takingadvantageoftechnologyin

qualitativeresearchisprovidingteamswithawiderreach,enhancingdata

collection,deliveringreal-timeinsights,increasingefficiency,andimproving

overallcost-effectivenesscomparedtotraditionalin-personmethods.

Andthere’sacorrelationbetween

researcherswhoimplementAIand

thosewhodon’t.74%ofresearchers

whouseAIregularlyhaveseenan

increaseinqualitativeresearchdemand.

Thetop3reasonscitedforthisincreaseincludetheflexibilitytoexplorenew

topicsandquestionsduringresearch(49%),advancesinAItechnology

makingqualitativemethodsmoreappealing(45%),andincreased

levelsofbots/fraudinquantitativeresearch(45%).

It’sallaboutstrikingtherightbalance.

AImaybepermeatingeveryaspectofyourorganization,butitisimportanttonotlosesightofthehumanaspectof

qualitativeresearch.

Whendonecorrectly,movingonlinewillmovemarketresearchforward.

AREASWHEREAI-DRIVENRESEARCHMETHODSAREPREFERREDOVERTRADITIONALMETHODS

46%

SCALABILITY-METHODS

51%

45%

IDENTIFICATION

TIMETOINSIGHTS

OFEMERGINGTRENDS

43%

ACTIONABILITYOFINSIGHTS

42%

ACCURACY

OFINSIGHTS

22//Qualtrics2025MRTrendsReport//Trend4:Digitalqualtoolsmakeitsimpletokeepthehumanelement

04

Actionsteps

ADAPTTOTHEDIGITALTRENDWITHOUTSACRIFICINGTRADITIONALBENEFITS

Recognizethatface-to-faceresearchisn’tobsolete.Continuetoleverage

traditionalmethodswhenappropriate,butusedigitaltoolstoextendyour

reach,explorenewtopics,andaccessreal-timeinsights,helpingyoubalancethebestofbothworlds.

LEVERAGEAIFORSCALABILITYANDDEEPERINSIGHTS

DeployAI-driventoolstoscaleyour

qualitativeresearchwithoutsacrificingdepth.Getfast,preciseinsightsby

lettingAItakethewheeltosurfacekeythemesandactionableintelligence.

ResearchersusingAIhavefound

improvementsintimetoinsights(51%)andaccuracy(42%).Thisensuresyourteamcandeliverimpactfulresearch

findingsquicklyandeffectively.

STAYAHEADOFTHEDEMANDFORQUALITATIVERESEARCH

Asqualitativeresearchdemandrises,

leverageAItostreamlinedatacollectionandanalysis.With74%ofAI-using

researchersexperiencinganincreaseindemand,embracingAInowcanpositionyourteamtobettermanageincreased

researchneedsandstaycompetitive.

MAKEREACHINGGENZ

ACOMPETITIVEADVANTAGE

GenZrepresents40%ofglobal

consumersandisonpacetobecomethelargestcohortofconsumersby

2026.Theywillalsohavegrownup

withdigitaltechnologytheirentire

lives,presentingresearcherswithan

opportunitytoreconsiderhowtheir

userresearchisconductedonagroupthathashighexpectationsfordigital

experiences.

LEARNHOWTOGAINDEEPERINSIGHTSBYBLENDINGQUALITATIVE

ANDQUANTITATIVEDATATOTRULYUNDERSTANDYOURCUSTOMERS

23//Qualtrics2025MRTrendsReport//Trend4:Digitalqualtoolsmakeitsimpletokeepthehumanelement

‘‘Theriseofdigitalqualitativeresearch,especiallywhenenhancedbyAI,offersusavaluableopportunityto

improveourresearchcapabilities.AI’sabilitytomake

qualitativemethodsfasterandmoreefficientallows

ustogatherinsightsinreal-time,providingtimelydatathatcaninformourstrategiesanddecisions.Thisalignsperfectlywithourgoalofbecomingmoreagileinour

researchapproach.”

LAURENKATZ

SHAKE學(xué)SHACK

SENIORMANAGER,CONSUMERINSIGHTS

Methodology

RESPONDENTS

3198

INDUSTRY

COUNTRIES

3%

13%

10%

3%

6%

3%

9%

22%

3%

4%

1%

10%

8%

4%

15

AUTOMOTIVE

CONSUMERGOODS

AGE

INDUSTRIES

FINANCIALSERVICESGOVERNMENT

HEALTHCARE

18-24

0%

34%

38%

19%

07%

01%

12+

MEDIA

25-34

RETAIL

35-4

GENDER

MALE

FEMALE

NON-BINARY

TECHNOLOGY

45-54

COUNTRY

AUSTRALIABRAZIL

CANADAFRANCE

55-64

65+

60%

40%

<1%

TRAVELANDHOSPITALITYEDUCATION

5%

9%

9%

5%

2%

5%

31%

SPAIN

UNITEDKINGDOM

UNITEDSTATES

GERMANY

7%

KOREA

4%

HONGKONG

2%

MEXICO

9%

INDIA

1%

THENETHERLANDS

5%

JAPAN

4%

SINGAPORE

2%

NOT-FOR-PROFIT

MARKETRESEARCHAGENCYPROFESSIONALSERVICES

OTHERINDUSTRY

24//Qualtrics2025MRTrendsReport//Methodology

Regionalreports

NORTHAMERICA

TheAmericasregionspecializes

inresearchrelatedtocustomer

experience,NPS,andVoiceofCustomer.

Organizationsinthisregionincreasinglyrelyontheirresearchandinsightswithasignificantincreaseindependencyoverthepastyear.Thatlinesupwithwhat

researchersgloballyhavereportedinourdata.

INFLUENCEISONTHERISEINTHEAMERICAS

58%

ofresearchersdeclaredthattheir

organizationdependsontheirresearchandinsightssigni?cantlymoretodaythan12monthsago

AIusageisprevalentinthisregion

withmanyresearchersregularly

incorporatingAIintheirwork(45%).AnoverwhelmingamountbelieveAIwill

beabletoexplainresearchfindingsaseffectivelyashumans(71%).

Researchersinthisregionalsohaveextensivefamiliaritywithsynthetic

responses.Theyareviewedas

significantlybeneficialforpackage

testing,namingtesting,andmessagetesting,withhighcostspresentingabarriertousageforothers.

ATAGLANCE

THERISEOFSYNTHETICDATA

seetheuseof

46%

syntheticresponsesasafullreplacementforhumanresponses

TheAmericasregionisonethemost

42%

familiarwithsyntheticresponsesandthe

mostsatis?ed(42%)withtheresults

36%

thinkthatsyntheticresponseswould

bebene?cial

forgo-to-marketresearch

25//Qualtrics2025MRTrendsReport//Regionalreports

26//Qualtrics2025MRTrendsReport//Regionalreports

LATINAMERICA

&THECARIBBEAN

TheLACregionisnotableforits

youngerresearchworkforcewithmanyresearchersaged25-34.SimilartotheAPJregion,theyarestillinadiscoverystageintermsofinnovation,sticking

mostlytotraditionalmethods.

WHERELACISEXPERIENCINGFRICTION

ATAGLANCE

THEEFFECTAIISHAVINGONTHEREGION

Althoughtheiraveragecompanysize

lagsincomparisontootherregions

(mostcompaniessi